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Automotive PerspectivesINSIGHTSUnderstand your customerbefore choosing your audienceToday’s automotive OEM marketers, agencies and large dealer groups are challenged toreach the right audience with relevant messages across the consumer auto shopping journey.With the explosion of personal devices, shifting media consumption, and changing buyingbehaviors, marketers understand the key is first to find the right customers to target."Marketers can use data insights to learn everything they can abouttheir customers and prospects before selecting an audience."From our perspective, we believe today’s automotive marketers can implement highlyeffective, cost-efficient campaigns if they use data Insights to learn everything they canabout their customers and prospects before selecting an audience for campaigns.
Experian AutomotivePerspectives InsightsLet the data do the workSavvy marketers use a data-based decisioning approach to learn about their consumers beforechoosing the best audience. This helps eliminate marketing waste and delivers a more significantreturn on marketing spend.Here are a few examples of data-driven insight solutions that leverage consumer, market andvehicle data insights. These solutions help marketers identify the right auto consumer, determinethe most effective channel, choose the right audience, and reach the consumer at the right time inthe buying journey.Brand and model level businessintelligence solutionsAutomotive marketers can make more informedmarketing decisions by evaluating a completeand current picture of their unique market. WithExperian’s Velocity for Media solution, they canreview insights to answer critical questions like: In which specific geographies should I invest more/less in current or future marketing efforts? Where am I currently positioned strongest,and how has this changed over time? How are my competitors positioned? Am I in a position to win/grow?Other insights include: A complete view of the market byvehicle segment:– Share of class and class size– Top models by share andregistration count by classConsumer marketing databaseWho are your best prospects? The first step in anydata-driven marketing strategy is learning moreabout your best customers. Some of the mostinfluential data points are core demographics;they really are the must-haves (marital status,age, income, and presence of children) forany marketing program, and they help lay thefoundation for a full-fledged, data-driven strategy.Experian’s ConsumerViewSM U.S. marketing databaseincludes demographics, buyer personas, wantsand needs, buying patterns, customer behavior,preferences, attitudes, commonalities, and more.Experian's ConsumerViewSM databaseThese data insights cover: 300 million consumers 125 million households Compare against demographics,economics, and geography 1,500 individual and householdlevel attributes Competitive brands and models comparedagainst other brand/models 2,500 geographic attributes Insights into where a brand and/or a model is best positionedUnderstand your customer before choosing your audience Page 2
Experian AutomotivePerspectives InsightsConsumer lifestyle segmentationHow and when should you reach your customers?What motivates them? It starts with segmentingyour customers and ends with reaching themacross their preferred channels. The result is adata-driven contact strategy that targets yourbest customers across various channels.Powered by the ConsumerView database,Experian’s Mosaic USA is a household-basedconsumer lifestyle segmentation system thatclassifies U.S. households and neighborhoodsinto 71 unique types and 19 overarchinggroups. This provides a 360-degree view ofconsumers’ choices, preferences, and habits.These groups are further broken down intomultiple segments, providing auto-specificcriteria in each. Auto criteria such as: Type of vehicle they are in-market for Type of vehicle they currently own Purchase/lease price of current vehicle Age of current vehicle Prefer used vehicles/not interestedin used vehiclesExperian’s Mosaic USA19MajorsegmentgroupsBROKENDOWN INTO71Uniquehousehold/neighborhoodtypesALL INCLUDINGAuto–specific criteriaUsing Mosaic can help marketers identify andreach consumers across their preferred channelsto create marketing campaigns that resonate.Understanding how various lifestyle segmentsinteract with a brand on different devices andchannels can help tailor experiences to bettermatch consumers’ unique expectations andmaintain consistent (and positive) experiencesacross online and offline touch points. Loyalty by brand, make/model Preferred communication channelUnderstand your customer before choosing your audience Page 3
Experian AutomotivePerspectives InsightsThe big pictureA highly-effective campaign using data insights to drive decisions.GoalA client would like to identify customersinterested in a high-end luxury vehicle priced 75K in a specific geographical area.SegmentationBased on the insights provided by Velocity forMedia, marketers can focus marketing efforts onthe “Power Elite” group with attributes including:ActionThe client leveraged Velocity for Media to determinethe prevalent lifestyle segments of customers whohave purchased the vehicle they want to advertise.They also can determine the customer segmentswho have purchased competitive vehicles sothey can also market to those customers. Married couples with kidsWith this initial customer insight, the clientcan access the lifestyle segmentation portalto understand the customer’s demographicand psychographic information, including theirbuying and communication preferences. Currently own a luxury vehicle (Ex. MercedesBenz GLS, Audi S5, Land Rover Evoque) Head of household between 36-45 Household income of 250K Highly educated Financially well-invested Participate in charitable giving Current vehicles are 0-5 years old Quality matters to them, and theyare savvy researchers Prefers Digital News and email communication LinkedIn is their social media channel preferenceUnderstanding these key characteristics andattributes allows marketers to choose the rightaudience for better target marketing. (Read moreabout our Audiences solution in our previousPerspectives resource: Automotive audiencechoices are key to ever-changing strategies.)Our insights provide the intelligenceneeded to send the right message tothe right person at the right time.Understand your customer before choosing your audience Page 4
Experian AutomotivePerspectives InsightsIn closingFor over 50 years, Experian has provided automotive brand marketers with advanced data,analytics, and technology to understand current and prospective car shoppers better, andcommunicate with them more effectively and personally.Insights is part of the Experian Marketing Engine,TM the marketing solution that helps advertisers,agencies, and platforms identify the right audience, uncover the most appropriate communicationchannels, develop messages that resonate, and measure marketing effectiveness.Going forwardTo learn more about the full suite of Experian Marketing Engine solutions,visit us at www.experian.com/automotive/marketingUnderstand your customer before choosing your audience Page 5
Experian Automotive955 American LaneSchaumburg, IL 60173T: 1 888 675 5596www.experianautomotive.com 2022 Experian Information Solutions, Inc. All rights reservedExperian and the Experian marks used herein are trademarks or registered trademarks of ExperianInformation Solutions, Inc. Other product and company names mentioned herein are the property oftheir respective owners.06/22 1153-AUTO
For over 50 years, Experian has provided automotive brand marketers with advanced data, analytics, and technology to understand current and prospective car shoppers better, and communicate with them more effectively and personally. Insights is part of the Experian Marketing Engine,TM the marketing solution that helps advertisers,
